Brand | SAUDI TELECOM COMPANY - STC |
Product/Service | JOOD (FIXED BROADBAND) |
Entrant | J. WALTER THOMPSON RIYADH, SAUDI ARABIA |
Category | Use of Promotional Stunts/ Live Advertising / Live Shows / Concerts & Festivals |
Entrant Company
|
J. WALTER THOMPSON RIYADH, SAUDI ARABIA
|
Advertising Agency
|
J. WALTER THOMPSON RIYADH, SAUDI ARABIA
|
Media Agency
|
STARCOM MEDIAVEST GROUP Riyadh, SAUDI ARABIA
|
The Brief
STC wanted to lay claim to the ultimate speed benchmark with the introduction of its fiber-optic home Internet package, “Jood” and win the data battle.
We wanted to gain market share, so we used one of the oldest sales techniques in the book: ‘Try Before You Buy’... but with a twist. Instead of trying the product, you would have a chance to try the ultimate speed experience: a supersonic flight. The strategy was to engage with the Youth through an appealing activation that is true to their interests and aspirations to achieve more conviction in the service.
Creative Execution
The Broadband is all about the high speed; the try before you buy promotion was communicated with a twist. Try the ultimate super speed experience of a supersonic flight.
We launched the bungee activation to challenge the public to ‘prove themsleves’ by making a jump - and earning a chance of the MiG-29 experience.
The campaign directed them to a microsite to schedule their jump in one of the Kingdom’s three major cities: Riyadh, Jeddah and Dammam.
All jumps were posted on YouTube, which enabled the contestants to share their experiences online and challenge their friends to jump too.
Social media was key in helping participants increase their video views – and compete with each other to win the MiG-29 experience. The participant who gathered the most views would win the MiG-29 supersonic flight.
Describe the success of the promotion with both client and consumer including some quantifiable results
Over 600 people eventually made a bungee jump, out of the 3200 who were scheduled to participate. Their videos generated 1.4 million views and 46,000 likes on Instagram and YouTube. Subscriptions to STC’s fast internet service package reached more than 130,000, exceeding the target by 63%, and the story made headlines in newspapers, on blogs, and on the region’s leading TV channel MBC – turning the winner and STC into ‘supersonic heroes’.
Explain why the method of promotion was most relevant to the product or service
STC launched a “Try Before You Buy” promotion on Jood high-speed Internet bundles, targeting existing & potential customers. We communicated this promotion through an activation that allowed consumers to get a chance to try the ultimate speed experience: as supersonic flight.
To test the courage and physical strength of participants, we kicked off with the first-ever bungee jumping activation in KSA. They were asked to share their experience online, and the person with the highest number of views and likes was the winner.
The prize was a trip to Moscow for a supersonic flight from a Russian air base, in a real MiG-29 fighter plane.
Credits
Chafic Haddad |
J.Walter Thompson KSA |
Chief Creative Operations Officer |
Rayyan Aoun |
J.Walter Thompson KSA |
Executive Creative Director |
Gilbert Abdallah |
J.Walter Thompson KSA |
Associate Creative Director |
Ezzeddine Yassine |
J.Walter Thompson KSA |
Art Director |
Haifa Al Rasheed |
J.Walter Thompson KSA |
Senior Copywriter |
Charly Wehbe |
J.Walter Thompson KSA |
Head Of Channel/Technology Planning |
Laurent Wehbe |
J.Walter Thompson KSA |
Senior User Experience Architect |
Joe Abou Daher |
J.Walter Thompson KSA |
Head of TV Production KSA |
Maher Kaidbey |
J.Walter Thompson KSA |
Senior TV Producer |
Fayez Jabri |
J.Walter Thompson KSA |
Business Director |
Jad Haddad |
J.Walter Thompson KSA |
Account Director |
Ziad Rayes |
J.Walter Thompson KSA |
Account Manager |
Ahmed Al Sahhaf |
STC |
Marketing Communication Gm Consumer |
Safar Al Bargan |
STC |
Channel Marketing Director |